A box is used to represent the “comfort zone”, this box is used by the models in the photos for the campaign, several photographs were taken with the models with the box on their heads, reflecting the concept of hiding in their comfort zone . And others without the box, in contrast to leaving the zone. We want to demonstrate that there is something more than comfort for those who participate in iLiving Labs.
Our Campaign
"Don't Hide Behind a Box."
PRESS
In this piece, we wanted to explain a little bit our campaign but also leave room for interpretation. We used 3 IPS students (our colleagues) who were willing to participate in our photo shoot. The first one holding a box represents what we see behind the box (comfort zone), which is I Living Labs. The third represents the student who hides behind the box, with so many friends, knowledge and culture to experience on the outside. The girl in the middle, represents everything about the I Living Labs experience, happiness, friendship and joy. The QR code leads to the instagram page created for these group projects.
MUPI
Since we are dealing with university students, we wanted to explore the more humorous side. In this piece, we call out the fact that the student got stuck in his comfort box. They didn't sign up for I Living Labs like their friends and colleagues, and as such, no one answered their calls or responded to their messages because they were busy outside their comfort zone. The QR Code leads to the instagram page created for these groups projects.
VIDEO
For the video, we were given the opportunity to explore beyond the concept that defines this campaign. So while we were taking the photos, we were also shooting the behind the scenes. A bit chaotic but full of laughter and joy! So we wanted to add the fact that we spent a great time among friends while taking the photos to promote the I Living Labs experience that if the student participates, they will have fun.
Instagram Story nº1
For the storytelling of instagram stories, we created a sequel of our girl model stop hiding behind a box by being inspired by their friend.
Instagram Story nº2
In the second story we see her, still hiding behind the box but also calling to know more about how the I Living Lab works.
Instagram Story nº3
In the third and final story, we see her without the box, happy to enjoy the I Living labs and also happy to be making new friends, out of her comfort zone!
Instagram Post nº1
On Instagram we kept the ideia of what's outside of your "comfort box"? Showing one of our models taking the box and looking at what's outside - friends, knowlegde and culture.
Instagram Post nº2
On Instagram we kept the ideia of what's outside of your "comfort box"? Showing one of our models taking the box and looking at what's outside - friends, knowlegde and culture.
Outdoor
The outdoor piece doesn't leave much room for text, so we decided to go all in but still make it simple. With the "Don't hide behind a box" being the slogan of our campaign, and a lot more happy and cheerful faces - be happy, out of your confort zone.